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Facebook Pixel Conversion Tracking

Replies: 12 - Pages: 1 - Last Reply: Apr 2, 2017 4:47 PM by: Chris Hynes
Marinas Edge
Registered: 10/10/12
Facebook Pixel Conversion Tracking

I'm experimenting with FB ads and I'd like to measure the conversion rate for people clicking "Inquire Now" button.

Here's the custom code they say to add to my site (but I'm not a developer)....Do you have any guidance on how to do this?

<!-- The below method uses jQuery, but that is not required -->

<button id="addToCartButton">Add To Cart</button>
<!-- Add event to the button's click handler -->

<script type="text/javascript">
$( '#addToCartButton' ).click(function() {
fbq('track', 'AddToCart', {
content_ids: ['1234'],
content_type: 'product',
value: 2.99,
currency: 'USD'
});
});
</script>

Chris Hynes
Registered: 10/19/12
Re: Facebook Pixel Conversion Tracking

Interesting coincidence -- I was just looking at the FB pixel tracking stuff the other day. We should be able to implement that similar to how the Google Analytics integration is done -- you put your FB id in user settings, and then we render the code for different events.

GA renders the following right now:
- pageview on widget view, quote accept (checkout) pages, one-off payment pages, hosted website page view
- BookingStarted event on "book now" button click in book now widget
- InquirySent event on "send inquiry" button click in book now widget
- Booked event on booking complete
- Ecommerce transaction on booking complete

Looking at the FB docs (https://www.facebook.com/business/help/952192354843755), we could do this:
- ViewContent on widget view, quote accept (checkout) pages, one-off payment pages, hosted website page view.
- InitiateCheckout event on "book now" button click in book now widget
- AddToCart event on "send inquiry" button click in book now widget
- Purchase event on booking complete

For views related to a property, pass content_ids with the property id and content_type product.

For events related to a checkout, pass content_ids with the property id and content_type product. Also pass value of the booking total and currency.

Does that sound like it'd work? Any other events you'd like to see triggered?

I've seen a lot of interest on doing FB ads, but no real numbers or experiences on whether its cost effective. Would you be interested in doing another guest post on the blog about your experiences? The one you did a couple years ago on analytics and continuous improvement was excellent!

Marinas Edge
Registered: 10/10/12
Re: Facebook Pixel Conversion Tracking

Thanks. I'm just beginning the journey. The fundamental metric I want to produce is cost to acquire a customer.

Can U point me to documentation for GA,? I haven't instrumented yet...

jfulciniti
Registered: 10/19/16
Re: Facebook Pixel Conversion Tracking

I've been dabbling with FB ads for a month or so. Here's my experience:

1 - Mondays produce the most traffic to my website
2 - One should be very specific in their post to generate traffic
3 - I've found that my cost per website click was about .50
4 - Make sure you "target" your audience by selecting interests, age groups and geography.
5 - Create an instagram acct for your page and link the 2 together.

As a side note, 90% of my FB traffic comes from mobile devices. If you want them to visit your site make sure your website is responsive otherwise you are wasting time and money.

Marinas Edge
Registered: 10/10/12
Re: Facebook Pixel Conversion Tracking

Any conversions to bookings? Can I share your ad?

jfulciniti
Registered: 10/19/16
Re: Facebook Pixel Conversion Tracking

I did have one conversion for a shoulder season rental which was perfect.

It's the pinned post on the page - https://www.facebook.com/jimandkellys/

Chris Hynes
Registered: 10/19/12
Re: Facebook Pixel Conversion Tracking

Facebook Tracking Pixel integration has been released: https://www.ownerreservations.com/blog/facebook-tracking-pixel-added-google-analytics-ecommerce-tracki

We also added Google Analytics eCommerce tracking while we were at it.

There's a doc about setup and what is tracked over here: https://www.ownerreservations.com/support/articles/analytics-tracking

Let me know if you've got any questions.

Marinas Edge
Registered: 10/10/12
Re: Facebook Pixel Conversion Tracking

Awesome!

Marinas Edge
Registered: 10/10/12
Re: Facebook Pixel Conversion Tracking

Just testing this using the Chrome Facebook Pixel Helper (great tool, by the way). Got this error when inquiring from my website with the inquiry widget installed:

Please advise

PageView
WARNINGS
The Facebook pixel activated 2 times on this web page, which can cause errors in your event tracking.Learn more
EVENT INFO
URL Called: Show
Load Time: 16.99 ms
Pixel Code: Show
Pixel Location: Show
Frame: Window
Lead
ERRORS
The Facebook pixel code on this page didn't load, so no information was sent to Facebook.Learn more
EVENT INFO
Pixel Code: Hide
fbq('track', 'Lead', {
content_category: "OwnerRez Property",
content_name: 'ORP10981',
value: 798.95,
currency: &#39;USD&#39;
});
Pixel Location: Hide
https://secure.ownerreservations.com/widgets/inquirybookinquired?key=da34f820-1a62-4daf-af9d-ac21e5a8698e&propertyKey=3c420993-e792-41a7-b138-e9ae94a0172e&actionType=Inquire&quoteTotal=798.9500&hostUrl=http%253A%252F%252Fwww.marinasedge.com%252FInquire#http%3A%2F%2Fwww.marinasedge.com%2FInquire
Frame: Window

Chris Hynes
Registered: 10/19/12
Re: Facebook Pixel Conversion Tracking

This should now be fixed.

Can you check again?

Marinas Edge
Registered: 10/10/12
Re: Facebook Pixel Conversion Tracking

That fixed part of it...but still get this:

PageView
WARNINGS
The Facebook pixel activated 3 times on this web page, which can cause errors in your event tracking.Learn more
EVENT INFO
URL Called: Show
Load Time: 38.35 ms
Pixel Code: Show
Pixel Location: Show
Frame: Window

Chris Hynes
Registered: 10/19/12
Re: Facebook Pixel Conversion Tracking

I believe the warning is in error. What's happening is that the pixel helper is monitoring the outside page (http://www.marinasedge.com/inquire) and not considering the widget.

The widget actually has multiple pages -- Inquire is the form view, and then Inquired is the message displayed after the inquiry has been made. So the widget is actually going to multiple pages, registering each as a page view which is correct -- but the pixel helper doesn't realize its a new page because the outside page hasn't changed, hence the warning.

If you see any spurious tracking once you have some data flowing in, let us know and we can look into it further.

BTW, while looking at your widget, I noticed you could make it blend into the site a lot more if you made a small tweak. There is a setting on the widget for text color. If you set that to white instead of black, and then remove the white background you have behind the widget, it would be seamless. Widgets are transparent by default to fit in with your site.

That'd look something like this: https://i.imgur.com/HYXDFjq.jpg

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